Research approach 

• In Autumn 2022 Community Research conducted research with the public on  behalf of Ofcom to explore usage of and attitudes towards smart speakers. This  research consisted of a three-week 100-person online forum with smart speaker  users, followed by focus groups with around half the forum participants. The  research also included 15 depth interviews with non-users of smart speakers. 

These participants were sent smart speakers to try out, and follow-up interviews  captured their experiences.

Acquisition 

• Most smart speaker users purchased or received their speaker with relatively low  expectations beyond curiosity as to what it might offer. Many had little  awareness of what the speaker could be used for beyond a few basic functions,  primarily music and radio. Speakers were often bought on special offer or were  received as a gift; there was little financial risk to most people at the point of  acquisition.

• Brands and specific voice assistants did not play a significant part in people’s  decision making, although a few chose to buy a brand that linked with their  existing devices or accounts for convenience.

• Among non-users, the main reason for not having a smart speaker was that they  simply did not see a compelling reason to get one – it felt an unnecessary luxury.

• A few also cited concerns around privacy or cost as secondary reasons for not  having a speaker